Miller Lite's New Can Lets You Drink So Fast, You Almost Don't Taste the Beer | Adweek Miller Lite's New Can Lets You Drink So Fast, You Almost Don't Taste the Beer | Adweek
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Miller Lite's New Can Lets You Drink So Fast, You Almost Don't Taste the Beer Shotgunning goes mainstream

Let's face it, Miller Lite is not a beer for sipping and savoring. It is a beer for pounding back faster than your taste buds or self-esteem can acknowledge what you've done. To that end, MillerCoors has finally implemented a technology—the "Punch Top Can"—that lets you enjoy the benefits of shotgunning a beer without the frat-house barbarism of stabbing it with a key. Actually, you still need to stab it with a key—or a drumstick, or a shark tooth—according to Draftfcb's ads for this new innovation in inebriation. Supposedly the new punch hole lets you drink or pour the beer without any annoying glugging. "In our testing, consumers told us they prefer the Punch Top Can three-to-one over the standard beer can because it's more like drinking from a pilsner glass," Amy Breeze, director of innovation and activation for Miller Lite, says with a straight face. "We're proud of our product and think everyone will have a blast exploring different ways to open it." Your grandfather also solved this riddle in the 1940s with his own piece of cutting-edge science: a church key. Second spot after the jump.

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